Considered_ seeks to embed social change and sustainability issues into mainstream marketing and creative practice. This is social design operating at scale… this is social design for the other 90%.
Currently the vast majority of the world’s advertising, design and creative talent is siloed in mainstream practice—working on commercial briefs largely antithetical to social and environmental progress. Research shows that they are eager to use their skills to make a positive difference, but lack opportunities to do so.
Working with brands and their agencies on sustainability, I’ve come to realise that our biggest barrier to progress on sustainability isn’t consumer behaviour, political inertia or market structures. It’s something less complicated, more insidious and cruelly ironic. It’s the enemy within: CSR!
That loose collection of terminologies, concepts and examples that has created the illusion of a distinct discipline, detached from the cut-and-thrust of business and brand; that ominous acronym, in many circles synonymous with greenwash, which has facilitated a tick box mentality based on compliance and reputation management.
In the run up to the D&AD White Pencil Symposium and awards evening on the 27th November, our Director, Steven Johnson was asked to write a piece for Creative Review outlining the significance of social change and sustainability for the advertising and creative industries. Part 1 of the article was published in Creative Review on 18 September, with the second available on the D&AD website. This post combines the full text from both parts.